Eid Al Adha and the summer months continue to be high-impact periods for the UAE’s tourism sector. While traditionally driven by peak outbound and inbound demand, 2025 is seeing a shift in how travellers engage with destinations.

In this interview, Samir Hamadeh, founder and CEO of Elevate DMC, discusses evolving traveller behaviour — from luxury family getaways and immersive cultural experiences to the rising appeal of staycations and short-haul escapes.

He also shares how the company is curating seasonal travel to align with regional trends and the UAE’s ambitious tourism agenda.

How does Eid Al Adha influence inbound travel demand in the UAE and what trends are you seeing this year in terms of destinations and traveller preferences?

Eid Al Adha continues to be a peak travel period, and this year we’re seeing a strong shift toward more intentional travel. Guests are increasingly seeking immersive cultural experiences, wellness-led escapes, and destinations that offer a deeper connection to nature and heritage.

We’re adapting to these evolving preferences by expanding our portfolio with curated cultural experiences, wellness-focused itineraries, and meaningful collaborations that align with sustainable tourism principles.

We’ve also observed a rise in cinematic-inspired journeys that showcase Dubai’s status as a global filming hub, all part of a global emerging trend called ‘set-jetting’, where travellers visit destinations featured in films and TV shows offering bespoke experiences centered around iconic on-screen locations.

Read: Gen Z travel trends: Here’s what matters to young UAE travellers

Are you seeing a shift in the types of travellers booking trips to the UAE during Eid and summer – such as more family-oriented travel, luxury experiences, or adventure tourism?

Absolutely. We’re seeing a clear shift toward more family-focused, luxury, and adventure-driven travel during Eid and summer.

In 2024, the UAE recorded nearly 31 million hotel guests — a 10 per cent increase — driven largely by multi-generational travellers, who made up 60 per cent of Eid bookings.

In response, we’ve curated elevated staycations and active escapes across destinations like Hatta, Ras Al Khaimah, and Fujairah, blending comfort with nature and culture. With luxury spend also on the rise, we’re tailoring premium experiences that combine exclusivity, wellness, and personalised service to meet evolving traveller expectations.

With the increasing popularity of domestic and regional travel, how is Elevate DMC catering to UAE and GCC residents looking for staycations or short-haul getaways?

We’re curating tailored experiences for regional travellers by collaborating with both leading hospitality brands and boutique resorts in destinations such as Ras Al Khaimah and the Musandam Peninsula.

These luxury staycations combine wellness, nature, and privacy. We’re also designing short-haul getaways to culturally rich destinations including Salalah (Oman) and AlUla (Saudi Arabia), combining immersive discovery with premium hospitality – ideal for long weekends or quick, rejuvenating breaks.

Are you seeing any increased interest in culturally immersive experiences during Eid – such as heritage tours or local festivals? How are you addressing this?

Yes, we’re seeing a notable rise in interest for experiences that offer a deeper cultural connection during Eid. Travellers are seeking opportunities to engage with local heritage, traditions, and authentic storytelling.

In response, Elevate has developed bespoke Eid itineraries that include guided heritage walks through historic districts, immersive traditional craft workshops led by local artisans, vibrant festive culinary experiences featuring regional delicacies and live cooking demonstrations. These experiences are designed to provide guests with meaningful interactions while celebrating the spirit of the season.

Given that summer in the region is typically considered off-season, how are you adapting your offerings to attract tourists coming from key travel markets to the UAE during this period?

Through the implementation of citywide summer offerings across gastronomy, retail, and entertainment and impactful initiatives such as the 28th edition of Dubai Summer Surprises, the UAE has expanded its indoor attractions to redefine summer travel.

Elevate is aligning with these efforts by designing experiences that tap into citywide campaigns, offering visitors curated access to the best of Dubai’s summer programming.

These initiatives continue to position the UAE as a vibrant, year-round destination – even during the conventionally quieter months.

Emirates will resume flights to Damascus on July 16, 2025, marking its return to the Syrian capital for the first time since services were suspended in 2012. The relaunch follows a comprehensive operational evaluation conducted in coordination with the UAE General Civil Aviation Authority (GCAA).

Read-Inside airports in UAE: Facial recognition check-ins, 12-minute departures

The airline will initially operate three weekly flights on Mondays, Wednesdays, and Sundays. From August 2, service will increase to four weekly flights with the addition of a Saturday route. Emirates plans to expand operations to daily service beginning October 26, a WAM report said.

“Emirates is pleased to restart operations to Damascus and support Syria’s road ahead by providing better choice and connectivity, essential economic links for inward investment, as well as opening new trade lanes and global market access,” said Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive of Emirates Airline and Group.

“Re-establishing air travel and connectivity is also good news for our customers—particularly the expansive Syrian diaspora across the Americas, Europe, and the GCC—who are eager to fly back home, reconnect with their roots, and contribute their knowledge, skills, and resources to Syria’s ongoing development efforts,” he added.

Sheikh Ahmed also thanked the Syrian authorities for their support in restoring air links between Dubai and Damascus, and expressed optimism about enhancing connectivity through regularly scheduled operations.

Emirates will deploy a 302-seat Boeing 777-200LR on the route. The service is expected to boost travel options across the airline’s global network of nearly 150 destinations, while also supporting the UAE’s efforts to strengthen bilateral ties and assist Syria’s rebuilding efforts in sectors such as energy, construction, and agriculture.

Customers flying to and from Damascus will benefit from the airline’s codeshare agreement with flydubai, offering greater scheduling flexibility and convenience.

Emirates originally launched flights to Damascus in 1988 and had carried over 2.1 million passengers on the route before suspending operations in 2012. The airline currently serves 13 cities across the Middle East and GCC, operating a total of 191 weekly flights in the region.

flydubai Launches Daily Flights to Damascus

Dubai-based carrier flydubai also resumed flights to Syria, with the inaugural flight FZ 115 landing at Damascus International Airport on June 1 to a ceremonial water cannon salute.

The airline will now operate daily flights to the Syrian capital, marking the first UAE-based commercial flight to Syria in nearly 12 years.

Among the dignitaries welcoming the inaugural flight were UAE Ambassador to Syria Hassan Ahmed Al Shehhi, alongside Abdul Bari Al Saj, Deputy Chairman of the Syrian Civil Aviation Authority, and Amjad Nakhkhal, Director of the Authority.

A new report from market intelligence firm NielsenIQ (NIQ) reveals that rising insurance premiums are reshaping consumer behaviour across the UAE, as individuals rethink spending patterns and adopt strategies aimed at long-term financial stability.

According to the report, over half of surveyed consumers reported an increase in insurance premiums, with more than 80 per cent expecting further hikes —particularly in the auto sector.

This has led to a surge in interest for cost-effective solutions, including loyalty rewards, no-claims discounts, and policies with reduced coverage.

“While inflation is beginning to ease, its impact on household budgets remains,” said Rahul Dixit, Strategic Analytics & Insights leader for the Arabian Peninsula and Pakistan at NIQ. “Consumers are adapting by redefining what value means to them — favouring durability, longevity, and predictability in their purchases.”

Key findings from the insurance themed survey

The findings are based on an online survey of 300 UAE-based car owners conducted in March 2025, with a 4.75 per cent margin of error at a 90 per cent confidence level.

As part of this shift in mindset, 76 per cent of UAE consumers expressed a strong interest in securing multi-year fixed-rate auto insurance policies as a hedge against future price volatility.

The report also found that 70 per cent of consumers are willing to pay a premium for products offering durability and longevity, indicating a broader trend toward strategic spending.

This sentiment is echoed across the Middle East and Africa, where 76 per cent of consumers are seeking additional income streams beyond their primary jobs to counteract economic pressure.

NIQ emphasised that businesses must bridge the “say-do” gap — the difference between consumer intentions and actual behaviour — through data-driven insights.

Traditional methods like discounts or heightened advertising are increasingly insufficient in a market where value is defined by context, timing, and subconscious factors.

As consumers in the UAE and wider region become more discerning, the report suggests that companies capable of aligning with evolving expectations stand to gain a competitive edge in a shifting economic landscape.

Dubai’s Roads and Transport Authority (RTA) has announced the operating hours for all its services during the Eid Al Adha holiday for the Hijri year 1446H (2025). The timings apply to Customer Happiness Centres, public transport, paid parking zones, marine services, and technical testing centres.

Read-Eid Al Adha 2025: UAE, GCC countries declare holidays

Customer Happiness Centres

All Customer Happiness Centres will remain closed during the Eid Al Adha break. However, Smart Customer Happiness Centres at Umm Ramool, Deira, Al Barsha, and the RTA Head Office will continue to operate 24/7.

Technical testing centres

Service provider centres offering technical testing will be closed from June 5 to 7 2025.

Technical testing services will resume at select centres—Tasjeel Al Tawar, AutoPro Al Mankhool, Tasjeel Al Awir, Al Yalayis, and Shamil Muhaisnah—on Sunday, June 8.

All services, including transaction processing, will resume across all centres on Monday, June 9, 2025, as per regular working hours.

Dubai Metro

Metro stations on both the Red and Green Lines will operate from Wednesday, June 4 to Saturday, June 7 2025, between 5:00am and 1:00am the following day.

Dubai Tram

Tram services will run from 6:00am to 1:00am (next day) from June 4 to 7, 2025.

Public Buses (Dubai Bus)

Holiday bus schedules will be available on the S’hail app.

Note:

• Route E100 will be suspended from Al Ghubaiba Bus Station between June 4 and 8.
• Commuters can use E101 from Ibn Battuta Bus Station to Abu Dhabi.
• Route E102 will run directly from Al Jafiliya Bus Station to Zayed International Airport in Abu Dhabi, bypassing Ibn Battuta and Musaffah.

Marine Transport

Marine transport service schedules can be accessed via the official RTA website.

Public parking

Parking will be free across public zones from June 5 to 8 2025. This excludes multi-level parking terminals, where normal charges will apply.

Business software giant Salesforce is stepping up its operations in the Middle East.

The global CRM and AI powerhouse has more than doubled its regional team in the past three months, expanded technical operations, and is investing heavily across the UAE and Saudi Arabia.

This is according to Mohammed Alkhotani, Salesforce’s senior vice president and general manager for the Middle East, who spoke to Gulf Business on the sidelines of the company’s Agentforce World Tour Dubai event.

“Our expectation is to grow the business three times over the coming four to five years,” Alkhotani said. “This isn’t just a commercial office: we’ve tripled down on solution engineers and technical capacity.”

The company has opened a new UAE office, committed to a $500m investment in Saudi Arabia, and is establishing local data centres in both countries in collaboration with AWS. It is also launching an AI Innovation Centre with IBM and working with regional universities to embed Salesforce certifications into curricula to meet surging demand for talent.

Flagship event

That ambition was on full display last week at Agentforce World Tour Dubai, Salesforce’s flagship regional event held at Madinat Jumeirah. More than 3,000 customers, partners and associates gathered to explore AI’s transformative role in sectors ranging from retail and real estate to education and energy.

The event featured a powerhouse line-up of keynote speakers, including Alkhotani; Marco Hernansanz, Salesforce’s executive vice president and CEO for Southern Europe, Middle East and Africa; Maha Alaoui, head of solution engineering for MEA; Polly Summer, chief adoption officer; and Olfa Kharrat, director of product management for AI and Agentforce. Each brought insights into how Salesforce is fusing AI, data and CRM to help organisations transform at scale.

Customers such as the National Bank of Kuwait, Aldar Education, and Engie took the stage to showcase how they’ve used Salesforce tools — Agentforce, Data Cloud, and Customer 360 — to digitise operations and deliver better customer experiences.

“This event has offered the ideal opportunity to showcase the power of Agentforce to transform organisations with autonomous AI agents that complement human employees,” said Alkhotani. “It’s about delivering new levels of efficiency and customer experience.”

A central theme of the day was AI, and specifically, the rise of digital labour.

With sales reps in the UAE spending just 27 per cent of their week engaging with customers, businesses are increasingly looking to automate repetitive, low-value tasks. According to Salesforce’s own research, 75 per cent of UAE sales teams have either implemented or are experimenting with AI.

“41 per cent of the workforce face low-value tasks daily,” Alkhotani said. “Digital labour supports your team, or acts by itself, to do those tasks for you and achieve better customer service.”

Salesforce’s own deployment of Agentforce internally has shown the value of this approach.

“We implemented Agentforce for our service employees, and we were able to reduce escalations by 50 per cent,” he said. “It now handles more than 50,000 conversations a week and analyses over 850,000 articles weekly.”

Making AI work

So how should organisations start preparing themselves to deploy AI effectively?

“Start with the business,” said Alkhotani. “See what the needs are. How do you dream your business would interact with clients in a year or two? Then work backward. Which AI? How many agents? Which data and interactions? What architecture?”

On whether companies in the region are adapting to the current AI wave, Alkhotani had this insight to offer.

“Many are understandably perplexed by AI and how to deploy it effectively,” he said. “Some approach it as a tech project, building infrastructure without tying it to real use cases. But the key is to focus on the business impact: on what application sits on top and supports which function.”

Alkhotani’s message was clear: in a region racing to embrace digital transformation, AI is no longer optional. Businesses that wait risk falling behind.

“The performance will be better, faster, more accurate,” he said. “Investing in digital labour is not an option. It’s a necessity.”